Scorned Fm Station In The Mix

The Age

Wednesday October 29, 2008

Michael Lallo

UNTIL yesterday, Mix FM was an industry joke, with ratings at an all-time low and a struggling breakfast team rumoured to be facing the axe. But the station shocked its critics by climbing 1.3 percentage points in the latest survey - the biggest overall shift - to claim a 5.6% market share. The result puts Mix just behind Gold and well ahead of Vega, both of which fell.

Mix boss Steve Rowe said his controversial decision to ditch younger listeners and target women over 30 had been vindicated.

"I always maintained that it was going to take time for these changes to have an impact," he said. "I was confident we'd eventually turn it around."

With a 14.6% audience share (down 0.5 points), Fox retained its dominance over former ratings king 3AW (down 0.9 points to 14.0%). 774 ABC increased 0.3 points to 10.3%, putting it in third place overall. -- MICHAEL LALLO

© 2008 The Age

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